This one is big among self-styled consultants and certain station managers who never were successful radio personalities.

You know the stereotype of the person who couldn’t make it radio and so instead became a consultant?

I was shown an air talent critique written by one of those “can’t-get-a-job-in-America-so-she-became-a-consultant-overseas” types. She instructed the talent, “Use the word YOU instead of the word ‘I’ to deepen the engage.”

(Yes, she did say “to deepen the engage.” Scary, isn’t it?)

According to her, when you use the world “you,” then boring material magically becomes… um, engageful.

Now, I’ve used the word “I” in this article eight times so far.

Do you find this article to be impersonal?

Should I have said, “YOU can’t fix a carburetor”?

In your daily conversations with friends and colleagues, do you ever say “I”?

Well, guess what: A good radio show is nothing more than a conversation between the host and the audience.

But you still think it’s wrong to say “I”?

Okay. Test it yourself:

Listen to the 20 highest rated air personalities in America. They all say “I” and “me” and “my.” As well as “you” and “your” and “yours.”

I guarantee it. I mean, “You guarantee it.”

How can radio personalities protect themselves against such ignorant authority figures? Nod your head, smile… and then go into the studio and talk to your listeners just as you would to “real people.”

One recommended resource is PERSONALITY RADIO, which often has been called “the DJ’s bible.” You can download it from http://danoday.com/personality.

Dan O’Day is radio’s leading talent coach, having personally coached morning shows and other personality-driven departs to ratings success in 37 countries. Download his audio seminar, PERSONALITY PRINCIPLES, from http://danoday.com/radio-personality-principles.

Article Source: http://EzineArticles.com/expert/Dan_O’Day/15573

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